Employer Branding and Values
Some brands faced surprising backlashes when preparing for the new world of work we are facing.
Think of two brands, Apple and Microsoft. Which one would you expect to deliver the more future-ready approach to the new world of work?
It surprised many when Microsoft, at a very early stage during the pandemic, announced that a maximum of flexibility at the workplace would sustain after the pandemic ended. The new approach for a hybrid workplace was well-perceived amongst the staff (source: click here).
While Microsoft succeeded, Apple received backlash over CEO Tim Cook’s announcement of an expected return to the office in which at least the majority of time will be spent on-site (source: click here).
Most customers expect Apple to be the more modern brand while Microsoft often is perceived as less modern and agile.
How can your organisation ensure that you communicate your brand values appropriately?
Facts, not emotions
No one expects from you that you overturn your whole organisation’s work culture overnight. No one expects you to change a traditional business to be on the frontier of every new trend, every new idea, every new approach to business.
Still, facts are not negotiable. STATISTA delivered reliable and valid proof and evidence that people do not want to return to the former on-site-only culture, which was common before the pandemic (source: click here).
People will understand your concerns if working from home or even working from anywhere is incompatible with your business model. However, the incompatibility must be based on facts; reliable, valid and accurate facts. When your emotions or feelings are the reason for ordering people back to the office, as you see in STATISTA’s survey, many people will leave your organisation.
As productivity did not take a dip in most business models when people worked from home (or worked from anywhere else), be sure that you check the facts before ordering your people back into a potentially outdated approach to work.
Always answer the question of why you do pay people.
Do you pay them for being present, or do you pay them to do the job?
Your approach to leadership will decide if you succeed or fail in due course of implementing an innovative approach to work.
Before you think of it: no, sending out a “mass email to anyone” is not an appropriate solution. When you run a smaller business, talk to the people by yourself. Larger companies need the support of the team and departments leaders as well. Communicate proactively with them, deliver reason and arguments in favour of your decision.
These team and department leaders are the ones who can convince their teams to support the new approach.
Remember: leadership is not about you. Consider the needs of your employees first and prioritise them on the highest level. Even during a pandemic, there was no shortage of jobs but a shortage of talent available on the market. Be aware that you cannot afford to fall behind competitors that may offer a better, more modern and more flexible approach to work. Your solution must be the best offer as people know the value of their talents and qualifications in today’s job market.
Your brand values must be communicated proactively. A reactive approach might be too late. People look at job websites every day. This behaviour especially applies when they are furloughed.
You cannot afford to have a high employee turnover after numerous months of crisis. You also cannot afford to lose people over being too late to adapt to the market.
Leaders often talk about how important change is. They tell their employees to embrace change, see the positive aspects of it. Leaders do not stop emphasising how important it is to accept change as a constantly existing part of today’s workplace environment.
It is now time to deliver on your promises and “walk the talk” — do exactly what you expect from others: embrace the change.
Your Employer Branding will benefit from a positive change and a modern, flexible approach to working in your organisation.
As you are running out of time when we see the end of the crisis happening, you must start designing, testing, and implementing your innovations to a modern workplace immediately.
Learn more about Brands and Values in this week’s podcast: click here to listen and learn.
Brand Values, communication and sustainable leadership are
important to you?
Let’s talk: NB@NB-Networks.com.